101%, a Mexico City eco-conscious fashion label, has revealed its utilitarian-inspired Fall/ Winter 2024 collection shot by designer Jessica Maxey with creative direction by architects from FR-EE. Showcasing garments crafted from recycled and deadstock materials, the Fall/ Winter 2024 Collection consists of bold and cutting-edge designs.

Predominant throughout 101% collections is its signature circle cut-out logo, which stands as the antithesis of traditional branding. For this campaign, the 101% circle cut-out logo emphasizes a fresh, modern identity that resonates with the brand’s ethos.

The FW24 Collection features a carefully curated mix of performance fabrics, strategically designed to provide support and breathability where it’s needed most. This innovative approach reflects the brand’s dedication to complementing an active, city-centric lifestyle.

“The use of striking “design” chairs in the shoot, represents a similar way that we see our garments – merging ergonomic design with contemporary form, but ultimately providing the user with comfort, in this collection, we aimed for something more feminine in terms of silhouettes while maintaining something that felt true to the brand’s ethos.” 

For more information or to explore the FW24 Collection, please visit 101p100.com.

About Jessica Maxey founder and Creative Director of 101%

About 101%: Founded in 2021 by British fashion and textile designer Jessica Maxey, who brings experience from prestigious houses such as Vogue, Ralph Lauren, and Victoria Beckham, 101% sits at the dynamic intersection of style, technology, and sustainability. 

As 101% continues to push the boundaries of sustainable fashion, the FW24 Collection stands as a celebration of style, innovation, and social responsibility. For every order placed, 101% also donates jackets and hoodies to migrants at the US-Mexico border.

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Source: 101%, Fall/Winter Collection 2024, Mexico City